What are Italians drinking during this record-breaking heatwave? Energy drinks and sugar-free drinks are leading the soft drinks market

Niq’s figures confirm this: whilst ‘standard’ soft drinks are performing worse than the market average (chinotto, orangeade, cola and iced tea are down by around 5 per cent in volume), sugar-free versions are performing better (+11.4% for colas and +4% for iced tea) and ‘zero’ versions even better still, to the extent that they account for nearly 30% of all colas sold in large-scale retail. More than one in three Italians and one in two members of Generation Z prefer the light and sugar-free versions from the outset.

It is always the younger generation who drive sales of ‘new’ soft drinks (such as bubble tea) or unusual, colourful drinks (such as the Sprite Zero-based drinks inspired by Japan or Brazil, offered by McDonald’s), which are also perfect for posting on social media.

Companies are adapting by reviewing, expanding and diversifying their product ranges. Coca-Cola is constantly renewing its portfolio, which comprises over 200 brands, and is firmly focusing on sugar-free, calorie-free and caffeine-free products. Another market leader, Red Bull, has also launched ‘light’ versions (sugar-free and zero), segments which are growing at twice the rate of the classic product (up 9.5 per cent and 4.7 per cent by volume, respectively).

The health and wellness trend has also swept up the quintessential summer thirst-quencher, beer, which is gradually shifting from the world of alcoholic drinks (where it is losing sales) to that of soft drinks. In fact, the only beer segment showing growth is the non-alcoholic sector, which has risen by 11.2 per cent in volume in the retail sector over the past 12 months, totalling over 28 million litres and 60 million euros (+15.1 per cent).

Over the course of a year, the consumer base for non-alcoholic beer has risen by 16 per cent (source: YouGov), with 70 per cent of Gen Z having already tried it and 37 per cent consuming it every month, according to a survey by AstraRicerche for Heineken.

“In the space of just a few years, the world of beverages has changed so much that the traditional distinction between product categories is becoming increasingly irrelevant and is no longer sufficient to explain actual consumer behaviour,” explains Paolo Porcelli of the consultancy firm TradeLab – People no longer choose what to drink but why to drink it, shifting from a product-centred approach to an experiential one linked to the context of consumption and driven by emotional, functional and social needs. For companies and distributors, the challenge now is to design experiences, by developing, distributing and promoting products that enable them to tap into consumers’ life moments, needs and moods.”